How Function Health Advertises on Meta

# Ad summary A creator promotes Function of Beauty supplements, highlighting their belief in long-term health and the ability of these supplements to offer a deeper understanding of internal bodily functions. # Brand positioning Function of Beauty is positioned as a brand that goes beyond physical or superficial wellness and instead delves into the deeper functions of the body. They are committed to offering a more in-depth understanding of individual internal wellness factors, like hormones and metabolism, via testing and tailored supplements. The brand aligns with a lifestyle that values long-term health and intentional self-care, not just immediate or external fixes. They focus on the consumer's internal needs, not just external appearance. # Product Function of Beauty offers supplements that enable a more in-depth understanding of one's health and internal bodily functions. These supplements are not about fixing anything, but about going beyond what you see every day. They test for things like energy, metabolism, and hormones, which gives the user a greater understanding of their personal health beyond the physical. The brand boasts over 160 lab tests. # Visual style The ad has a casual, selfie-style aesthetic, giving it a more authentic and relatable feel. The editing consists of quick cuts to keep the pace moving. The production quality is similar to UGC. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action follow along for my Function journey # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator puts dots of a white cream on her face while asking what taking care of your health long-term actually looks like. This introduces the topic of health and wellness while also sparking curiosity as to how the product relates. - 00:04–00:15 00:04–00:15 She rubs the cream into her face as she explains that she cares about her internal body and health, not just in her twenties but long-term. This sets the stage for emphasizing the importance of caring for one’s body beyond outward appearances. - 00:16–00:22 00:16–00:22 She picks up the Function of Beauty product as she explains that she wanted a more in-depth understanding of what that actually looked like. This reveals that the Function of Beauty supplements give the user a deeper understanding of their own health. - 00:23–00:29 00:23–00:29 She holds the bottle as she lists examples, like energy, metabolism, and hormones, and says that’s what made her want to try Function. This continues to show why the Function of Beauty supplements are valuable. - 00:30–00:34 00:30–00:34 She continues applying product and states that it goes beyond normal physical with over 160 lab tests. This adds extra credibility to the product. - 00:35–00:39 00:35–00:39 She finishes applying product as she describes that for her, it's not about fixing anything, but it’s just about going beyond what she sees everyday. She reinforces that the Function of Beauty supplements are about understanding yourself. - 00:40–00:49 00:40–00:49 She states that she’s excited to see everything laid out in a way that she hasn’t seen before. She finishes by saying it feels like a really thoughtful way to keep taking care of ourselves and prompts viewers to follow along for her Function journey. This encourages the viewers to follow her content and learn more about the product.

# Ad summary A woman is advertising Function health testing. She explains that since becoming a mom, she prioritizes nutrition and exercise, but as a data-driven person, she wants to dive deeper into her health. She says that Function allows you to look at things like heart health, hormones, and inflammation through 160+ lab tests. She says this is not a replacement for your doctor, but is about information. She just signed up, and is curious to see what she will learn. # Brand positioning Function is presented as a data-driven health tracking company that provides in-depth insights into various health metrics. The brand aims to occupy a space in the consumer's mind as a source of information and comprehensive testing to improve longevity. Function appears to push against traditional health approaches that may not delve deep enough into underlying health factors. The brand is positioning itself as a resource for individuals who want to take a proactive and informed approach to their health, beyond basic nutrition and exercise. # Product Function is a health testing service that offers insights into various health metrics through over 160+ lab tests. It allows users to look at heart health, metabolism, hormones, and inflammation. It is for data-driven individuals who want to improve their health. It is not a replacement for seeing a doctor but rather a source of additional health information. Function addresses the purchase barrier of not knowing enough about one's own health and provides a way to gain comprehensive data. # Visual style The ad has a UGC feel. The production quality is casual and the video is shot selfie-style in a car. The editing is static with no music. # Benefits - [object Object] # Features - [object Object] # Call to action Should I post my results once I get them? # Point of view - [object Object] # Storyline - 00:00–00:07 The creator is sitting in a car and explains that since becoming a mom, she thinks about her health a little differently, which is making her prioritize longevity. - 00:07–00:16 As a data-driven person, she realized that there is a deeper layer that she hasn't explored. This is from the creator's POV. - 00:17–00:24 The creator says Function offers a look at things like heart health, metabolism, hormones, and inflammation through 160+ lab tests. - 00:24–00:31 The creator says this is not a replacement for your doctor and is not about fear or searching for problems; it's about information. - 00:31–00:34 She says she wants to show up as healthy as she can for the people she loves. This is from the creator's POV. - 00:34–00:41 The creator says she just signed up and is really curious to see what she will learn, and asks if she should post the results once she gets them.

# Ad summary This ad shows a screenshot of a text message conversation in which a woman shares that she had low levels of a couple of things that affect hair growth. She says she feels better knowing this and that there are changes she can make to feel better. # Brand positioning The brand, Function, aims to occupy a space in the consumer's mind as a personalized solution for health concerns. By offering lab work services, the brand positions itself as data-driven and science-backed. This implies a focus on addressing underlying issues rather than superficial fixes. The brand aligns with values of self-care, wellness, and taking a proactive approach to health. It pushes against the norm of generic, one-size-fits-all solutions, instead offering tailored recommendations based on individual lab results. The brand positioning is both functional, providing personalized solutions based on lab results, and emotional, promoting feelings of relief and empowerment through understanding and addressing health concerns. # Product The product being advertised is a lab work service offered by Function. It involves analyzing the customer's lab results to identify potential underlying issues affecting their health. Specifically, the ad highlights how the lab work can reveal deficiencies that impact hair growth. The product is designed for individuals experiencing unexplained health issues, in this case, hair growth problems. It addresses the purchase barrier of uncertainty and frustration by offering a scientific approach to understanding and resolving these issues. The ad suggests that the product is worth trying because it provides personalized insights and empowers customers to make informed changes for their well-being. The results provide information and direction for changes that can improve how one feels. # Visual style The ad features a platform-native style resembling a text message screenshot. This approach enhances scannability and stop power in feed by mimicking a familiar visual format. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins with a text message conversation labeled "GIRL". The girl is texting about how she's been brushing things off as "new mom life" and expected no sleep but didn't expect to feel "THIS disconnected" from her body. This is designed to convey the frustration and confusion of feeling unwell without understanding the cause, from the perspective of the customer, who is likely a new mother. - The next text message shown is from another person asking, "did you do your lab work with Function?". This implies that Function offers lab work services as a solution to these health issues, from the brand's POV. It transitions the conversation towards a potential solution. - The woman responds that she just got her results and turns out she "was low in a couple things that actually affect hair growth!" and that she feels "so much better knowing this isn't all in my head and there's changes I can make to feel better!". This conveys the positive outcome of using Function's lab work service, from the perspective of the customer. It emphasizes the emotional relief and empowerment gained from understanding and addressing health concerns.

# Ad summary This ad promotes Function, a service that provides at-home blood draws, by highlighting the convenience of scheduling blood draws at a time and place that suits the user, without additional cost for early access. # Brand positioning Function is presented as a modern healthcare service focused on convenience and accessibility, contrasting traditional, inconvenient methods. By offering at-home blood draws, the brand aligns with a lifestyle that values time efficiency and personalized care. Function occupies the space of modernizing healthcare by removing traditional barriers, such as inconvenient scheduling and locations. Function positions itself as a consumer-centric service that prioritizes the user's time and convenience. # Product Function offers a blood draw service that allows users to schedule appointments at a time and place that works best for them. This service removes the need to guess when to get your blood drawn and offers the convenience of at-home sample collection. A key USP is the elimination of additional costs for early access, making it an accessible option for convenient health monitoring. The ad clearly targets individuals who value convenience and flexibility in managing their health routines. # Visual style The ad has a minimalist, screen-capture style with text layered over a gradient background. The use of simple shapes and bold text against a gradient backdrop creates a sense of modernity and ease, mirroring the convenience that the app promotes. The style breaks from highly produced visuals, creating a relaxed and mobile-first feel. # Hooks Headline: What if you stopped guessing? # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts with a reminder notification, mimicking a smartphone screen, prompting users to consider a Function blood draw at home. This is designed to represent the ease of scheduling and the brand's control over their schedule. - The next line of text asks, “What if you stopped guessing?”, which suggests to the audience that the service replaces uncertain methods with informed medical solutions. It is a prompt from the perspective of the brand that makes the audience aware of the ease and control Function offers. - The final line of text is from the perspective of the brand, promoting that @function lets users choose a time and place that works for them at no additional cost for early access. It emphasizes the brand's customer-centric approach, highlighting convenience, flexibility, and cost savings.

# Ad summary This ad is for Function, which is a service where you can book a blood draw at your home or office for an additional cost. The ad is in the style of a mobile notification. # Brand positioning Function is presented as a modern and convenient healthcare service that prioritizes accessibility. It distinguishes itself by offering concierge blood draws at the customer's preferred location (home or office), adding a premium and personalized touch to traditional medical testing. The brand appears to be for individuals seeking to optimize their health routines with ease. # Product Function offers a concierge blood draw service that allows customers to book appointments at their home or office for an additional cost. This service provides convenience and flexibility, eliminating the need to visit a traditional medical facility. The service is for individuals who prefer to have their blood drawn in a more comfortable and accessible setting. # Visual style The ad has a minimalist and modern aesthetic. The use of notification styling makes the ad look organic. The use of only a few colors makes the ad easy to digest. # Hooks Headline: What if you stopped guessing? # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins with a mobile notification about "Function blood draw at home", creating a sense of immediacy and relevance for the viewer, from the brand's POV. - The narrative then shifts to the viewer's potential frustration with generic health advice with the question, "What if you stopped guessing?", inviting the audience to consider Function as a solution, from the customer's POV. - The Function account highlights their concierge blood draw service is now available at your home or office for an additional cost. This reinforces the brand's offering and its unique selling proposition, from the brand's POV.

# Ad summary This image ad from Function, a company that focuses on blood testing, displays a translucent block of text and statistics overlaid on a bronze and silver background. The text reads, "14% of Function members test high in mercury. It's a hidden cause of fatigue most labs skip entirely." # Brand positioning Function is presented as a brand focused on uncovering hidden health issues through comprehensive blood testing. The brand is positioned as thorough, capable of finding problems that "most labs skip entirely", implying a higher standard of care. By highlighting the statistic that 14% of their members test high in mercury, the brand creates a sense of urgency and suggests they offer a unique solution to fatigue, a common and often overlooked symptom. # Product The ad highlights Function's blood testing service, which identifies health issues such as high mercury levels that can cause fatigue. It emphasizes the thoroughness of Function's testing, suggesting it goes beyond what conventional labs offer. The service is targeted at people experiencing fatigue and seeking a comprehensive explanation. The ad positions the test as a solution to uncovering hidden causes of fatigue that are often missed by standard medical practices. # Visual style The ad has a modern, clean visual style with a focus on data presentation. The color palette is muted and sophisticated, using metallic tones and a frosted glass effect to create depth and visual interest. The overall style aims to convey a sense of scientific rigor and trustworthiness while remaining visually appealing. # Hooks Headline: 14% # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by sharing a surprising statistic: 14% of Function members test high in mercury. The intention is to grab the viewer's attention and introduce a common yet often overlooked health issue, told from Function's perspective. - The storyline progresses by highlighting mercury as a "hidden cause of fatigue" that most labs miss. This is intended to position Function as a more thorough and insightful diagnostic service, told from the brand's perspective. - The ad concludes by subtly suggesting that Function can help viewers identify and address this hidden cause, implied through the brand's logo at the bottom of the information box. This leaves the viewer with a clear understanding of how the brand is relevant, told from Function's perspective.

# Ad summary This ad from Function emphasizes that they will come to your home or location that you choose, and work around your schedule, at no additional cost. # Brand positioning Function promotes a sense of personalized convenience and customer-centric service in the health and wellness or beauty space. The brand positions itself as accommodating and accessible by offering services "on your schedule" and "in your space." This suggests an intention to eliminate traditional barriers to access, such as travel time and rigid appointment schedules, while emphasizing affordability by highlighting that its services are "available at no additional cost." The brand seeks to occupy a space in the consumer's mind as a provider that prioritizes flexibility, ease, and value, possibly challenging the conventional, less adaptable models of similar services. # Product The advertised product is a service that brings the professional to the client's desired location. Function offers at-home or on-location services with the ability to choose the "time and place." The primary USP of this service is its flexibility and convenience, as it caters to the customer's schedule and location preferences. The service is explicitly available "at no additional cost," removing a potential financial barrier for customers. This suggests the service is designed for individuals who value convenience and personalized experiences in the comfort of their preferred environment. # Visual style The ad features a modern, minimalist aesthetic with a clean grid layout. The color palette is muted and warm, using tones of amber, peach, and gray. The use of blurred backgrounds and soft lighting creates a sense of calm and sophistication. The typography is simple and legible. The overall effect is polished and professional, suggesting a high-quality service. # Hooks Headline: On your schedule. In your space. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action CHECK ELIGIBILITY # Point of view - [object Object] - [object Object] # Storyline - The ad highlights Function's commitment to working around the customer's schedule and bringing the service directly to their location, indicating a focus on convenience and personalization. The brand is telling this part of the story to showcase its commitment to customer-centric service. - The ad underscores the ease and affordability of the service, emphasizing that it is available "at no additional cost." The brand tells this part of the story to address a potential barrier of travel costs and highlight the value proposition of the service.

# Ad summary The ad uses the image of a phone calendar to suggest that users should optimize their stress response, and not just productivity hacks. # Brand positioning Function is presented as a company that is interested in making sure that its customers are aware of more than just their productivity. It wants people to think about their stress responses. Function differentiates itself from competitors by encouraging users to think about cortisol. # Product The ad promotes an app that allows users to optimize their stress response. The ad features a mock-up of a phone screen that contains a calendar. The calendar is full of events such as board meetings and brainstorm sessions. The app is for people who are interested in making sure that they are optimizing their stress response and want to be aware of more than just their productivity. # Visual style The ad features a clean and modern visual style with a focus on typography and a simple color palette. The overall production quality is high, with a well-designed mockup of a phone screen. The image treatment includes subtle background textures and a consistent color grading that enhances the visual appeal. # Hooks Headline: You optimized your calendar. # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by stating, "You optimized your calendar." This is from the brand's perspective, speaking directly to the audience. The intention is to grab the viewer's attention with a statement that they can likely relate to. - The ad then asks, "Did you optimize your stress response?" This is asked from the brand's perspective. The brand challenges the user to consider their stress response. - The ad ends by saying, "Look at cortisol, not just productivity hacks." This is from the brand's perspective. The brand emphasizes that users should focus on cortisol.

# Ad summary This ad highlights the brand's ability to provide concierge blood draws for an additional cost. The ad also incorporates a customer testimonial that recommends the brand for anyone who is on the go. # Brand positioning Function presents itself as a premium and convenient healthcare service that is focused on bringing medical services directly to the customer. By offering concierge blood draws at the customer's preferred location (home, office, etc.) for an additional cost, Function prioritizes convenience and accessibility. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, personalized healthcare that caters to busy individuals who value efficiency and convenience. Function pushes against the traditional norm of requiring patients to visit a clinic or lab for routine blood draws, offering a more flexible and time-saving alternative. # Product The product advertised is a concierge blood draw service offered by Function. This service allows individuals to book blood draws at their preferred location, whether it be their home, office, or any other convenient place. The service is designed for individuals who value convenience and accessibility in their healthcare. The ad explicitly states that booking a concierge blood draw incurs an additional cost, implying that this premium service offers added convenience compared to traditional blood draw options. The ad features a customer testimonial recommending the service for anyone who is on the go, highlighting its suitability for busy individuals who may struggle to find time for traditional clinic visits. The service aims to address the purchase barrier of time and location constraints often associated with medical appointments, offering a flexible and efficient alternative. # Visual style The ad uses a clean and minimalist visual style. The color palette consists of warm tones, with a light beige card set against an orange background. The layout is simple and well-organized, with a clear hierarchy of information. The image has natural lighting. The typography is clean and legible. Overall, the visual style conveys a sense of professionalism, convenience, and accessibility. # Hooks Headline: We come to you. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by showcasing the Function logo and tagline "We come to you," immediately establishing the brand's focus on convenience and accessibility. This is intended to communicate the brand's core value proposition of bringing healthcare services directly to the customer from the brand's perspective. - The ad then provides additional context by explaining that Function offers concierge blood draws at the customer's chosen location (home, office, etc.) for an additional cost. This is intended to clarify the brand's offering and provide specific details about the service being advertised, allowing the audience to understand the additional cost from the brand's perspective. - The ad includes a customer testimonial that reads, "Cool announcement from @function. Did this the other day and loved it." This is intended to build trust and credibility by showcasing a positive customer experience, encouraging the audience to consider the service from a satisfied customer's perspective. - The ad concludes with another customer testimonial that states, "10/10 recommend for anyone who is on the go!" This is intended to reinforce the service's value proposition for busy individuals and provide a strong recommendation from a customer's perspective.

# Ad summary This image ad for Function advertises their at-home blood drawing service. The ad features an indoor shot of two people, one of whom is having their blood drawn. Text in the ad highlights the convenience of the service. # Brand positioning Function is presented as a modern, convenient healthcare solution. They focus on bringing essential services directly to the customer, emphasizing ease and integration into daily life. The brand aims to occupy a space in the consumer's mind where healthcare is not a burden but a seamless part of their routine. They promote a lifestyle of efficiency and prioritize personal convenience, pushing against the traditional norms of visiting medical facilities. The brand's positioning is both functional, offering practical solutions like at-home blood draws, and emotional, appealing to customers who value convenience and a stress-free healthcare experience. # Product The advertised product is Function's at-home blood drawing service. This service is designed for individuals who want the convenience of having their blood drawn in a familiar and comfortable environment, such as their home or office, fitting seamlessly into their daily routine. The service includes early access, making it an attractive option for those who value efficiency. The ad addresses the purchase barrier of inconvenience and time constraints associated with traditional blood drawing services, emphasizing the ease and flexibility of Function's offering. The value proposition is clear: save time and avoid the hassle of going to a clinic or lab by having a professional come to you. # Visual style The ad has a clean, modern visual aesthetic. The production quality is high, with a well-lit and professionally shot photograph forming the central element. The visual motifs include a simple layout with clear typography. The image treatment appears to have minimal color grading, maintaining a natural and authentic look. The ad's style feels native to a platform like Instagram Stories, with its vertical format and overlaid text blocks, making it scannable and designed to capture attention in a quick-scrolling feed. # Hooks Headline: We come to you. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting Function’s core offering: convenience. The phrase “We come to you” immediately communicates that the brand is solving for the user’s pain point by providing a service that comes to them, rather than the other way around. The brand is speaking directly to the audience and clearly stating the product's primary benefit up front. - The ad builds on the initial statement with more detail, explaining that the service includes having blood drawn wherever fits your day and that it includes early access. The brand is explaining more about the service and its value proposition. They highlight the flexibility and exclusivity of their offering. - The ad includes a testimonial that reinforces the product's value. The statement, "Cool announcement from @function. Did this the other day and loved it," shows that the customer had a great experience using the service and recommends it to others. The testimonial works to build trust and credibility. - The ad continues to share a final recommendation for the service, further solidifying its value and appeal. The statement, "10/10 recommend for anyone who is on the go!" provides a strong endorsement, implying the product is especially suitable for busy people. This perspective reinforces the convenience factor and its perfect rating adds credibility.

# Ad summary This ad uses a simple illustration of a head to illustrate the feeling of being exhausted, which is juxtaposed with the brand's ability to test cortisol, thyroid, and 160+ lab tests for $365 in order to tell you why you're exhausted. # Brand positioning Function is positioned as a health service that provides testing, specifically for cortisol, thyroid, and 160+ lab tests. They seem to take a functional approach to telling you the reason why you may be exhausted. # Product Function provides lab testing for cortisol, thyroid, and 160+ lab tests for $365. The tests aim to identify the underlying causes of exhaustion. # Visual style The ad features a minimalist visual style with a simple black and white illustration and a solid color block. The typography is clean and straightforward. The overall effect is understated and direct. # Hooks Headline: Why you so quiet? What's on your mind? # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a question, "Why you so quiet? What's on your mind?" This is intended to represent the thoughts of the ad's intended audience of potential customers. - The brand tells the story of how they "tested my cortisol, thyroid, and 160+ lab tests for $365 and finally told me why I'm exhausted."

# Ad summary This ad for Function promotes the convenience of having a certified specialist come to you for free, eliminating the need to commute or wait in a waiting room. # Brand positioning Function is presented as a modern, convenient healthcare provider, specifically emphasizing accessibility and ease of use. The brand promotes values of convenience and efficiency, pushing against the traditional norms of healthcare that involve commuting and waiting rooms. It positions itself functionally, focusing on simplicity and direct access to specialists, appealing to those who value their time and seek hassle-free healthcare solutions. # Product The ad promotes the service of having a certified healthcare specialist come to the customer directly, offering a free consultation valued at $149. The service eliminates the need to commute to a physical location or wait in a waiting room. It is intended for individuals who value convenience and prefer to receive healthcare services in the comfort of their own space. The ad addresses the purchase barrier of cost by highlighting the free consultation, making it an accessible and risk-free option for potential customers. # Visual style The ad features a natural and soft aesthetic, utilizing a shallow depth of field to keep the focus on the model. The image has warm color grading, giving it a contemporary feel. The text is clean and minimalistic, typical of direct-to-consumer advertising, enhancing its scannability in a mobile feed. # Hooks Headline: No commute. No waiting room. # Benefits - [object Object] # Features - [object Object] # Call to action CHECK AVAILABILITY # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad starts by highlighting the inconveniences of traditional healthcare: "No commute. No waiting room." This is intended to capture the viewer's attention by addressing common pain points and frustrations associated with accessing healthcare. This is from the brand's perspective, identifying the problem and positioning its solution as superior. - The ad continues by offering a solution: "A CERTIFIED SPECIALIST COMES TO YOU FOR FREE (A $149 VALUE)." This is intended to entice the viewer with the convenience of in-home healthcare at no cost, emphasizing the financial benefit. This is from the brand's perspective, highlighting the value and accessibility of its service. - The ad concludes with a call to action: "SEE IF YOU'RE ELIGIBLE." and "CHECK AVAILABILITY". This prompts the viewer to engage with the service by checking their eligibility and availability, encouraging immediate action and conversion. This is from the brand's perspective, guiding the viewer towards the next step in the customer journey.

# Ad summary The ad uses a playful and relatable approach to discuss the issue of brain fog, particularly in relation to fluctuating estrogen levels. By reframing the experience as a signal rather than a personal defect, the ad aims to connect with the target audience on an emotional level and offer a sense of understanding and validation. # Brand positioning Function is presented as a brand that acknowledges and understands the often-dismissed experiences of brain fog and emotional heaviness, particularly as they relate to hormonal fluctuations. The brand aims to position itself as an empathetic and knowledgeable partner, offering solutions rooted in understanding the root causes of these issues. By normalizing the experience and reframing it as a signal rather than a character flaw, the brand seeks to foster a sense of validation and empowerment among its target audience. # Product The ad does not explicitly detail a specific product. It focuses on the problem of brain fog and emotional heaviness, implying that Function offers a solution. The ad copy suggests that fluctuating estrogen levels could be a contributing factor to these experiences. The ad aims to appeal to individuals experiencing these issues, particularly those who feel their concerns have been dismissed or invalidated in the past. The product is positioned as a way to address the root cause of these symptoms and improve overall well-being. The key value proposition is that the product can help individuals regain mental clarity and emotional balance. # Visual style The ad features a minimalist and somewhat surreal visual style. The use of the draped cloth creates a sense of mystery and intrigue, while also conveying a feeling of being overwhelmed or covered up. The muted color palette and simple background contribute to the overall sense of understated sophistication. The typography is clean and legible, and the layout is uncluttered. The ad feels visually striking and contrasts with typical beauty or health ads. # Hooks Headline: When did brain fog become your personality? # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by posing a thought-provoking question, “When did brain fog become your personality?” The brand is prompting the viewer to reflect on their own experience with brain fog and consider whether it has become a defining characteristic. This serves to capture the attention of those who resonate with the feeling of persistent mental fogginess, acknowledging that the issue is significant enough to impact the person's self-perception. - The ad explains that “If focus feels harder and emotions feel heavier, fluctuating estrogen could be part of the signal.” Function is offering a potential explanation for the experience of brain fog and emotional heaviness, framing it as a potential symptom of hormonal imbalance. This could be comforting and validating for the viewer, who is experiencing these symptoms. The brand's intention is to position themselves as knowledgeable and understanding, and to suggest a potential solution to the problem by identifying the cause of the experience. - The ad concludes by stating, “Not a character flaw.” Function reinforces the message that the experience of brain fog and emotional heaviness is not a personal failing or character defect. This message reinforces the sense of validation and reassurance, further strengthening the emotional connection between the brand and the viewer.

# Ad summary This ad promotes Function, a service that provides concierge lab visits, allowing customers to test wherever they are. It features a woman holding a dog during a home visit by a Function representative. # Brand positioning Function presents itself as a premium, convenient healthcare service. It aims to occupy the space of accessible and personalized health solutions in the consumer's mind, offering a modern alternative to traditional lab visits. By focusing on concierge services available at an additional cost, Function aligns with a lifestyle that values convenience and personalized experiences, appealing to customers who are willing to pay extra for healthcare that fits their schedule and location. The brand positions itself as a modern and customer-centric service, contrasting with the perceived inconvenience of traditional lab visits. # Product Function offers concierge lab visits that allow customers to test wherever they are. The service provides a convenient alternative to traditional lab visits, enabling users to skip the lab and choose their preferred time and place for sample collection. This concierge service is available at an additional cost. The ad highlights the accessibility and convenience of the service, emphasizing the ability to test in a preferred location. # Visual style The ad features a clean and modern visual style with a focus on convenience and accessibility. The image is well-lit and professionally shot, suggesting a high-quality service. The layout is simple and easy to understand, with clear text and a prominent call-to-action. The visual style aims to convey a sense of trust and reliability. # Hooks Headline: Test wherever you are. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action CHECK AVAILABILITY # Point of view - [object Object] # Storyline - The ad opens with an image of a concierge healthcare visit. The message being conveyed is that the customer has healthcare brought to them in a personal setting. The brand is showing a future state of convenience. - The text explains the core value proposition. The message being conveyed is convenience for the customer and how they can skip the lab visit. The brand is explaining the logistics of how they achieve convenience. - The 'Check Availability' button prompts users to take the next step. The message being conveyed is a call-to-action that encourages users to explore Function. The brand is initiating the start of a customer journey.

# Ad summary The ad highlights Function's offer to simplify and clarify health monitoring through over 160 lab tests. It targets individuals seeking straightforward health insights and positions Function as the solution to the complexity of traditional health assessments. # Brand positioning Function is positioned as a health and wellness brand that simplifies the complexities of personal health monitoring through accessible lab tests. The brand aims to occupy the space of straightforward, data-driven wellness, promoting a lifestyle where understanding one's health is easy and actionable. It appears to push against the norms of traditional, often complicated, health assessments by offering clarity and ease. The positioning is functional, focusing on simplicity and access to health data. # Product The product advertised is Function's comprehensive health monitoring service, which provides clarity from 160+ lab tests and thousands of biological signals. It's designed for individuals looking to simplify their health insights. The USPs emphasize the product's ability to make health monitoring straightforward and to provide clarity. The ad addresses the purchase barrier of complicated health monitoring by offering a simplified alternative. The ad encourages the viewer to try or buy this product by focusing on how easy it is to get clarity on their health. # Visual style The ad has a modern and clean visual aesthetic with a focus on simplicity. It features a studio-shot image with soft lighting and a blurred background to keep the focus on the individual and the messaging. The typography is integrated in a caption-style. The visual style is intended to be native and scannable. # Hooks Headline: Checking your health shouldn't be complicated. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating, "Checking your health shouldn't be complicated," immediately addressing a common pain point. This is presented from the brand's perspective, setting the stage for how they aim to solve this problem for consumers. - The ad continues by telling viewers they can "GET CLARITY FROM 160+ LAB TESTS AND 1000s OF BIOLOGICAL SIGNALS." This message is delivered from the brand's POV, highlighting the breadth of their health monitoring service and promoting it as a solution.

# Ad summary The ad is for Function, a service that tests for hidden signals that show up years before a heart attack. The ad emphasizes that heart issues rarely start suddenly, but rather start silently, and that Function helps catch early risk via markers like ApoB and hs-CRP. # Brand positioning Function positions itself as a health service that looks out for its customers' long term well-being by detecting hidden signals that show up years before a heart attack. The brand values preventative care, early detection, and is positioned as a tool for managing and understanding your health risks through specific markers like ApoB and hs-CRP. This contrasts with traditional healthcare approaches that may only address heart issues after they become acute. The brand's tone is informative and reassuring, aiming to empower individuals to take proactive steps towards their heart health. # Product Function is a health service that tests for hidden signals that show up years before a heart attack ever does. It is designed for individuals who want to proactively monitor their heart health. The service utilizes markers like ApoB and hs-CRP to catch early risks, emphasizing that heart issues rarely start suddenly but develop silently over time. By identifying these markers, Function aims to provide users with early insights into their heart health, enabling them to take preventive measures. # Visual style The ad has a minimalist and clean visual style, characterized by a soft, diffused background and simple typography. The use of a blurred background creates a sense of depth and draws attention to the text. The overall aesthetic is modern and understated, focusing on conveying information clearly and directly. This style aligns with a platform-native feel, resembling a screenshot or graphic designed for social media feeds, aiming for easy scannability and immediate comprehension. # Hooks Headline: Function tests the hidden signals that show up years before a heart attack ever does. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating that 'Function tests the hidden signals that show up years before a heart attack ever does.' This message immediately conveys the core offering of the brand, which is to provide early detection of heart issues. The brand is positioning itself as a proactive health partner that helps customers understand the early warning signs of potential heart problems. - The narrative continues by noting that 'Heart issues rarely start suddenly. They start silently, and markers like ApoB and hs-CRP help you catch early risk.' This message explains the rationale behind Function's approach, emphasizing that heart problems develop over time and can be detected early through specific markers. This part of the story, told from the perspective of the brand, informs the audience that the service provides early detection by identifying specific markers.

# Ad summary This ad promotes thyroid testing. It emphasizes the importance of testing for all markers, not just a single checkbox result, to provide comprehensive context about thyroid function. # Brand positioning This ad does not explicitly name or describe the brand it is promoting. Instead, it focuses on providing medical information to potential customers about the importance of comprehensive testing for thyroid issues. The brand is implied to be a source of detailed thyroid testing, with the implied value of providing more than just a basic, limited test. # Product The product advertised is a thorough, detailed thyroid test that includes multiple markers. The ad stresses the importance of testing all thyroid markers for a comprehensive understanding, rather than relying on a basic checkbox result. Specific markers mentioned are TSH, Free T3, Free T4, TPO, and TgAb. The advertised test appears to be designed for people concerned about their thyroid health, with the implication that more detailed information leads to better health management and insights. # Visual style The ad has a highly polished, studio-shot production quality. It employs a clean visual style with a focus on medical context. The image treatment includes color grading and background removal to focus on the woman and the thyroid illustration. Typography is large and bold, ensuring scannability. # Hooks Headline: If you're going to test your thyroid, test all its markers. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by asserting that if you are going to test your thyroid, you should test all of its markers. The intention is to immediately capture the attention of individuals who are considering or planning to undergo thyroid testing, and the story is being told from the perspective of a knowledgeable voice on thyroid testing who wants to help people get the best information possible. - The ad then encourages viewers to look at all the markers for context, rather than just a checkbox result. The intention here is to emphasize the value of comprehensive testing over simplified results, and the story is being told from the perspective of a thyroid testing advocate seeking to educate on thoroughness. - Lastly, the ad states that function includes markers TSH, Free T3, Free T4, TPO, TgAb. The intention is to specify the components of a comprehensive thyroid test, and the story is being told from the perspective of a medical expert who wants to give the audience an understanding of what a complete thyroid test should include.

# Ad summary The ad showcases a digital search bar with common searches related to feeling tired and then shows the brand, Function, as the solution to the problem. # Brand positioning Function is presented as a modern wellness brand focused on addressing common health issues with personalized solutions. The brand presents itself as a go-to for those struggling with persistent fatigue despite maintaining a healthy lifestyle, such as eating well, exercising, and getting enough sleep. The ad uses a clean and simple visual style with a muted color palette, suggesting a commitment to straightforward, effective health solutions without unnecessary complexity. # Product The ad does not showcase a specific product from the brand, but rather implies a personalized solution for feeling tired. The product is presented as a way to address the frustration of fatigue even when maintaining a healthy lifestyle. This is implied through the common searches of healthy eating, getting 8 hours of sleep, and exercising. The ad positions the brand as a provider of solutions for persistent fatigue, suggesting that their offerings can help those who are already taking care of themselves but still struggling with energy levels. # Visual style The ad uses a clean and minimalist visual style with soft, natural lighting. The dominant colors are muted shades of green and white, creating a calming and natural feel. The composition focuses on the search bar interface, which is overlaid on a natural scene to create a sense of everyday life. # Hooks Headline: why do I feel so tired # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The image opens with a digital search bar displaying the question “why do I feel so tired,” which immediately conveys a common problem that many people experience. This is from the perspective of a customer seeking answers. - The search bar suggests related searches, such as “why do I feel so tired even if I eat healthy,” “why do I feel so tired with 8 hours of sleep,” and “why do I feel so tired even though I exercise.” This deepens the customer’s sense of frustration and highlights the brand's understanding of the problem. - The ad ends with the brand logo “Function,” which serves as a potential solution to the problem mentioned. This suggests that the brand can help address the underlying causes of fatigue. This is from the brand's perspective.

# Ad summary This ad promotes Function, an online health platform that gives you access to over 160 lab tests for $365 a year. It helps you understand what's going on inside your body instead of guessing how you feel. The presenter schedules a lab visit and shares that she will share what she learns when her results come in. # Brand positioning Function is presented as an online health platform aiming to empower individuals to proactively manage their health. It occupies a space in the health and wellness market by providing access to a wide range of lab tests, positioning itself as a tool for gaining deeper insights into one's body. The brand aligns with the values of proactive health management, transparency, and understanding one's body. It pushes against the norm of reactive healthcare, encouraging users to take charge of their health. The brand positioning is functional, emphasizing the ability to gain access to over 160 lab tests. # Product Function is presented as an online health platform that provides access to over 160 lab tests for $365 a year. It's designed for individuals who want to proactively understand their bodies and make informed health decisions. The platform offers a way to see what's going on inside the body instead of guessing how you feel. A key selling point is the ability to access a wide range of lab tests, allowing users to gain comprehensive insights into their health. The product is for those who want to take control of their health and understand their bodies better. Function addresses the purchase barrier of not knowing what's going on inside your body and provides a solution through lab tests. # Visual style The ad has a UGC feel, with a clean and minimalist aesthetic. The editing style is quick cuts to maintain a fast pace. The production quality is polished, suggesting a professional or semi-professional approach. The visuals include close-ups of the product in use, as well as shots of the presenter in her everyday life, which help to create a sense of authenticity. The pacing is quick, with frequent cuts, and the visuals are timed to the spoken content. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Stay tuned. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The presenter transitions from sitting at a desk to holding up photos of herself dancing, working, and traveling. The message is that the presenter is a busy individual with a lot going on in her life. The perspective is from the presenter, showcasing her busy lifestyle. The tone is relatable and fast-paced. - 00:03–00:06 00:03–00:06 The presenter explains that with dance, work, traveling, and everything else, she started feeling like she was just keeping up and not really understanding what her body needed. The message is that she wasn't prioritizing her health and needed to take a more proactive approach. The perspective is from the presenter, reflecting on her past behavior. The tone is reflective and sincere. - 00:07–00:10 00:07–00:10 The presenter reveals that this month, she signed up for Function, describing it as an online health platform built around being proactive. The message is that Function is the solution to her problem of not understanding her body. The perspective is from the presenter, sharing her solution with the audience. The tone is positive and enthusiastic. - 00:12–00:18 00:12–00:18 The presenter highlights that for $365 a year, you get access to over 160 lab tests, which is way more than she's ever done before. The message is that Function provides a comprehensive and affordable way to understand your health. The perspective is from the presenter, highlighting the value of Function. The tone is informative and excited. - 00:19–00:23 00:19–00:23 The presenter shares that instead of guessing how she feels, she's about to actually see what's going on inside her body. The message is that Function provides concrete data about your health, rather than relying on intuition. The perspective is from the presenter, expressing her excitement about the platform. The tone is anticipatory and hopeful. - 00:23–00:28 00:23–00:28 The presenter reveals that she just booked her first lab visit and will share what she learns when her results come in, encouraging viewers to stay tuned. The message is that she will share her experience and results with her audience. The perspective is from the presenter, building anticipation and encouraging engagement. The tone is optimistic and engaging.

# Ad summary This ad emphasizes the expansive range of lab tests offered (160+) to empower users in proactively managing their health and aims to encourage users to get tested, get results, and get ahead of their health for $365/year. # Brand positioning This ad presents the brand as a provider of extensive at-home lab testing that gives individuals comprehensive insights into their health status. The focus is on proactive and informed healthcare management, allowing customers to get tested, get results, and "get ahead of their health." The brand positions itself in the health and wellness market by offering an accessible and convenient way for people to monitor their health, and provides comprehensive testing for a single annual fee, which simplifies the process of managing and understanding their health. # Product The product is described as providing access to "160+ lab tests that could change your life." It’s positioned as a means for individuals to "get tested", "get results", and "get ahead of your health." The product is offered through a yearly subscription, priced at $365 per year, enabling continuous health monitoring and proactive management. The ad does not specify any details about the testing methodology or delivery, but focuses on communicating convenience and comprehensive health management. # Visual style The ad has a minimalist visual style, using a soft color palette and a clean layout to convey a sense of calm and clarity. The image treatment includes a focus on skin texture, a natural and healthy lifestyle, combined with simple typography. The production quality appears to be highly polished, the shot is studio-shot, with high-end photography and clear focus. # Hooks Headline: 160+ lab tests that could change your life. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a headline that promises access to "160+ lab tests that could change your life", this is designed to grab the viewer's attention by highlighting the breadth of testing available and the potential impact on the viewer's life. This is being communicated from the brand's perspective, to show its range of testing abilities. - The ad then explains the process of "Get tested," then "Get results," then "Get ahead of your health", this is designed to break down the customer's journey into actionable steps and emphasizing proactive health management. This is also communicated from the brand's perspective, showing the path to getting ahead of their health. - Finally, the ad ends with the subscription price, $365/year, in order to encourage the user to take action by showcasing the affordable pricing. This is communicated from the brand's perspective to encourage the viewer to purchase the product.